As Executive Vice President of Sales & Marketing for GF Hotels & Resorts, Becky leads the company's commercial strategy across sales, marketing, revenue optimization, and business development initiatives. She partners closely with ownership groups, brand partners, and hotel leadership teams to drive topline revenue growth, strengthen market positioning, and maximize asset performance. Known for her collaborative leadership style, Becky is passionate about developing people, building high-performing teams, and fostering a culture of accountability, innovation, and continuous improvement. She believes the strongest commercial results are achieved by empowering hotel teams with the tools, resources, and strategic support they need to succeed.
With nearly three decades of hospitality experience, Becky has built her career through progressive leadership roles spanning hotel operations, property-level sales, regional oversight, and executive commercial leadership. Having begun her career at the front desk before advancing through every level of hotel sales, she brings a practical, hands-on understanding of hotel operations and the challenges faced by on-property teams. Throughout her career, Becky has led commercial organizations representing Marriott, Hilton, IHG, Hyatt, and independent hotels, overseeing large, geographically diverse portfolios. She has been instrumental in developing enterprise sales strategies, implementing performance standards, strengthening owner and brand relationships, leading organizational transformation initiatives, and supporting new hotel acquisitions, transitions, and development projects.
Becky lives in Greensboro, North Carolina. Outside of work, she enjoys traveling and spending time with family, friends and her two dogs. A lifelong Pittsburgh Steelers fan, she also enjoys cheering on her favorite team each football season.
PREFERRED METHOD OF CONTACT | EMAIL: VEALEYB@GFHOTELS.COM
